"When I was being Ali G and Borat, I was in character sometimes 14 hours a day and I came to love them, so admitting I am never going to play them again is quite a sad thing," the 36-year-old actor-comedian says.

"It is like saying goodbye to a loved one. It is hard, and the problem with success, although it's fantastic, is that every new person who sees the Borat movie is one less person I 'get' with Borat again, so it's a kind of self-defeating form, really."

Baron Cohen brought Borat Sagdiyev - an anti-Semitic buffoon in search of Pamela Anderson - to the masses last year with his smash comedy, "Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan." He first introduced the character on "Da Ali G Show," which was carried in the United States on HBO.